Protecting the osteopathic title: A joint message from the General Osteopathic Council and the Advertising Standards Authority

Ensuring advertising is legal, decent, honest and truthful is essential to maintaining trust in our profession. Advertising regulation provides a set of standards that, when adhered to, help achieve our shared goal of public protection.

We are issuing this joint message to highlight how we take action to protect the public from unregulated individuals either using or aligning themselves to the osteopathic title.

Both GOsC and ASA are concerned about individuals who either use the title osteopath, or align themselves to the title osteopath, when they are not registered with the statutory regulator. We both consider this to be misleading for the public and this potentially places patients at risk of harm.

If a complaint is made to the ASA it will be considered to see if there are issues which might be addressed where the advertising is having the effect of misleading the public about the status, qualifications and experience of those providing the services. The ASA has the powers to ban advertising that is misleading or irresponsible. Concerns about advertising used by unregulated individuals can be raised with the ASA here: https://www.asa.org.uk/make-a-complaint.html

If a notification is made to the GOsC we will consider if there is a breach of the law around protection of title, specifically this relates to a breach of Section 32 of the Osteopaths Act 1993. GOsC can issue what are known as ‘cease and desist’ letters and, in the most serious of cases where it is in the public interest, we can take out private prosecutions against individuals. Potential breaches of Section 32 of the Osteopaths Act 1993 can be raised with the GOsC by emailing: regulation@osteopathy.org.uk

Who is the Advertising Standards Authority?

The Advertising Standards Authority (ASA) is the UK’s independent frontline regulator of advertising across all media, including advertisers’ claims on their own websites and social media spaces. Its role is to ensure ads are legal, decent, honest and truthful both by undertaking proactive projects, and by acting on complaints to take action against misleading, harmful and offensive advertisements. The ASA administers and enforces the rules set out in the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).

This statement is agreed by Chief Executive and Registrar of the General Osteopathic Council, Matthew Redford and Chief Executive of the Advertising Standards Authority, Guy Parker.